Advert creators know that fear is a dangerous matter. When used in excess, it may as well kill the effectiveness of the message, triggering denial as the psychological coping mechanism. However, used to a reasonable extent, it can be for a clip what a good spice is for a meal. We produced an advert for a carbon monoxide sensor, seducing the viewer with its perfect form and calm, cheerful atmosphere. We made sure, however, that it ended on a powerful note…thus creating an easy-to-remember, unconventional communication, which the consumers liked.